Launching from July, the category’s first Aquafresh Milk Teether is predicted to drive incremental growth to the £46m kids category. This product has been specifically designed for babies - and will provide an oral care regime from the first tooth. The Aquafresh Milk Teether is intended for use from the first signs of teething for children aged three months plus. Specially created with paediatric dentists, the NPD helps soothe gums and cleans their teeth throughout the teething process. With multi-zone teething sections, the Aquafresh Milk Teether has been designed to reach the different areas in the mouth.
Research shows that enamel on kids’ teeth is 50 per cent thinner than on permanent teeth, highlighting the need that children’s teeth require special protection from an early age. By extending the Aquafresh Kids platform, the Aquafresh Milk Teether will help ensure that Aquafresh is at the forefront of consumers’ minds and the top choice for mums when thinking about oral care from the first tooth.
The makers of Aquafresh have also reformulated their toothpastes across the entire Aquafresh Kids range. In addition, they are launching new toothbrush designs across all three stages - My Big Teeth Toothbrush, Little Teeth Toothbrush and Milk Teeth Toothbrush. The brushes are designed to engage and appeal to children, whilst encouraging them to brush.
The makers of Aquafresh will be supporting the Kids range with a fully integrated “Little Mouth Experts” campaign which kick starts in June and comprises of TV spots across kids channels – Boomerang and Cartoonito - partnerships with parenting clubs/websites, Netmums and Bounty, and press. With heavyweight investment put behind the rest of the brand, retailers are recommended to stock up on the complete range.
“For the first time in five years, we have completely refreshed our Aquafresh Kids range. The range caters for each phase of a child’s dental development and focuses on three life stages - Milk Teeth (0-2 years), Little Teeth (3-5 years) and Big Teeth (6+ years). After extensive research, we have identified a gap in the market for a product to meet the oral care demands of babies. We are confident that the launch of the Aquafresh Milk Teether will provide a product to aid the teething process, educate mums on the importance of children’s oral care - turning them into ‘Little Mouth Experts’, which will drive penetration for the kids oral care category”, comments Lauren Brewer, Senior Brand Manager, Aquafresh Kids.
“Currently 36 per cent0 of parents with kids 0-9 years are not buying specific kids oral care products; our new range of children’s products is well positioned to help make brush time more fun and attract mums to the category. We encourage retailer to stock up on the new range and, communicate the benefits to mums and the importance of children’s oral care regime, resulting in incremental sales.”
The Aquafresh Milk Teether and the toothbrushes will be available from June/July across grocery and pharmacy channels.